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A Datamonitor report

Superfood and Drinks: Consumer

Attitudes to Nutrient Rich Products

Assessing the long-term potential of the

superfood craze

Published: Jun-07

Product Code: BFCM0196

Providing you with:

• Detailed insight and analysis covering

healthy eating attitudes and behaviours,

especially towards nutrient rich products

• Analysis of key superfood market

development trends such as fruit, nuts, soy

and green tea. Also includes a review of

superfood product trends

Use this report to...

Gain a detailed understanding of the drivers

and inhibitors associated with the latest

craze impacting the food and drinks industry

• Showcase of the latest best-practice

product and marketing innovation

highlighting just how to capitalize on the

trend in the long-term

• Strategic conclusions and actions

highlighting how manufacturers and retailers

should direct resources towards the trend.

www.datamonitor.com/consumer


Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products

BFCM0196

Introduction

Consumers are trying new products on the basis of a “superfood” label.

Accordingly, retailers are doing their utmost to meet demand, offering a yearround

supply of items (especially fresh fruit) once only available in smaller health

shops. This report assesses the long-term sustainability of the latest health

buzzword that is gaining considerable attention in industry and consumer circles.

Consumers are more open to international influences than ever before as globalization drives

cross-fertilization of tastes and heightens experimentation. The proverbial melting pot is giving

way to new, more exotic flavor and ingredient preferences such as acai berries and

pomegranates. Blueberry sales in the US increased by almost 300per cent between 2003 and

2005, when the market was valued at US$60m by the United States Department of Agriculture

(USDA). Blueberry sales have also grown in the UK; in 2005 sales were $80.57m, an increase

of approximately 289 per cent compared to 2003.

Key findings and highlights

• Pomegranate is the superfood of the moment, apparently consumed daily by many high

profile celebrities. Productscan analysis shows that the increase in pomegranate based

products has not been restricted to the US, which has seen a growth of 383 per cent in new

products launched containing the ingredient in the last two years compared to the previous

six.

• It is not just the health boosting properties of pomegranates and exotic berries that is

helping to accelerate the uptake of the more exotic superfood offerings. As shoppers

become more daring in the flavors they try, the hunt will be on for the next fruit or ingredient

that could capture the imagination in the coming years.

Consumers are more conscious of the importance of a balanced and varied diet. 82 per

cent of European and 75 per cent of US shoppers feel that "eating from a diverse range of

foods" is "important" or "very important" in maintaining a healthy diet. For this reason,

superfoods should not be promoted as a 'magic bullet' solution to consumers' dietary needs.

Reasons to buy

• Determine if, how and why to invest resources into the superfoods trend based on evidence

backed analytical opinion

• Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes

and market developments

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Sample pages from the report

Superfood & Drinks: Consumer Attitudes to

Nutrient Rich Products

Table 7:

Number of products released in Europe and US containing Pomegranate as an ingredient, by

country, 1993-2007

1993-1998 1999-2004 2005+

France 0 0 8

Germany 0 0 11

Italy 0 1 4

Netherlands 0 1 3

Spain 0 0 8

Sweden 0 0 2

UK 0 1 42

Europe overall (inc multiple

launches) 0 8 103

Superfood & Drinks: Consumer Attitudes to

Nutrient Rich Products

46 222

US 11

Source: Datamonitor/Productscan analysis

D A T A M O N I T O R

Figure 10:

The IFIC survey also found that 87% of US consumers perceived fiber as "somewhat or extremely healthful" and that 75%

The success of POM Wonderful illustrates the commercial relevance of superfoods

of Americans are trying to consume more fiber and whole grains and about one-half said they are trying to consume more

omega-3 fatty acids. Other research conducted by IFIC found that Americans are beginning to recognize the relationship

• POM Wonderful 100% Pomegranate Juice was launched in the US in

that certain foods or food components may have in reducing the risk of certain diseases. This is especially strong among

2002-03 and subsequently launched in Europe. The brand is a big factor

in igniting the pomegranate flavor trend. those "diet/disease" pairings that have long-held associations. For example, 83% recognized that fiber may reduce the risk

• The editors of Reader’s Digest chose of Wonderful cancer and Pomegranate 93% of Americans Juice recognize as that calcium may play a role in the promotion of bone health.

America’s Best Healthy Beverage in 2005 because of its “cool bottle,

great taste and heart health benefits”.

Datamonitor research meanwhile shows that the incorporation of fiber ranks highly in both Europe and the US (see Figure

• It is one of the best-selling brand of functional juices in the US. Annual

US sales jumped to US$80 million over 12). the In past the case year of from the latter, US$13 the million incorporation of whole-grains has been a hot trend in 2005-06 especially with research

in 2003 (Source: IRI).

suggesting that a diet high in whole grains can reduce the risk of heart disease and diabetes. In a US based survey

• The Company has been “unable to meet retailer demand anywhere”

• The bottles are molded to resemble areleased pomegranate. in September Each 82005, fl. oz. more than three-quarters (79%) of respondents agreed that it is important to eat fiber to

serving of Pomegranate juice contains reduce the juice their from risk of approximately obesity, cancer two or heart disease and 53% of shoppers reported that they are trying to eat more high

pomegranates.

fiber foods to reduce their risk of disease. Incorporation of these types of foods is also heavily linked to the aforementioned

• It is full of vitamins A, C and E, and is high in folic acid and polyphenol

Superfood & Drinks: Consumer Attitudes to

antioxidants.

interest in satiety. After all, one of the biggest downfalls of watching one’s weight is feeling hungry and foods high in whole

Nutrient Rich Products

• New Teas are now available in the USA grains, under fiber the and Pom protein Teago brand a long name. way to filling the hunger void.

Now an unprecedented gamut of pomegranate products – from schnapps

and chocolate truffles to salad dressings and dips – are surfacing in

supermarkets.

• It also reflects the trend towards all-natural ingredients and super-foods.

INSIGHT: Consumers have positive perceptions towards antioxidants

Figure 12: Consumers in both Europe and the US readily identify the importance of fiber rich diets and whole

grains are deemed particularly important to Americans One of the major attractions of superfood products is that they are rich in antioxidants. This is appealing to consumers

Source: Datamonitor analysis; IRI and Productscan

D A T A M O N I T O R

because antioxidants clean up unwanted free radicals that damage healthy cells and contribute to aging and disease.

The % of respondents who felt that “eating fiber” is a ‘very According important’ to or The ‘important’ Natural Marketing Institute's (NMI) 2006 Health and Wellness Trends Database, the top three benefits

dietary approach (2006) that consumers associate with antioxidants are cancer prevention, immune support and heart health. Although shoppers

France

Germ.

Italy

Neth.

Spain

Swed.

UK

US

Overall

may not be able to interpret the scientific credence about how antioxidants work, they do understand that they work, are

Very

35%

38%

47%

35%

44%

31%

38%

41%

39%

Important

generally safe, and can be part of a healthier diet.

Important

42%

42%

35%

21%

36%

20%

23%

24%

30%

Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products BFCM0196 / Published 06/2007

The % of respondents who felt that “eating whole grains

But detailed

or whole

consumer

foods” is

knowledge

a

about antioxidants is lacking

‘very important’ or ‘important’ dietary approach (2006)

© Datamonitor. This brief is a licensed product and is not to be photocopied Page 19

France

Germ.

Italy

Neth.

Spain

Swed. When UKit comes US to antioxidants, Overall Neutraceuticals World (March 2007) reports that “the majority of consumers are not beyond

Very

11%

31%

24%

30%

23%

28% the 25% basic awareness 37%

27% that "they're good for you”. The publication cites a recently completed three-city focus group research

Important

exercise by IMG Branding Group to determine exactly how consumers perceive antioxidants. The research found that

Important

22%

42%

41%

46%

36%

46%

48%

40%

40%

consumers are familiar with antioxidants, but when it came down to describing what an antioxidant is, they couldn't.

Source: Datamonitor Consumer Survey, 2006

However, they did know that antioxidants are found primarily in fruits and vegetables and they have positive health benefits.

D A T A M O N I T O R

Elsewhere, in a 2006 study by Opinion Research Corporation, 59% of Americans cannot name a fruit rich in antioxidants,

and 59% also could not name an antioxidant-rich vegetable.

"Consumers want proof that antioxidants work, that they are bioavailable and bioactive. They want to understand how they

work in vivo. In the coming years, this will be a critical factor in creating antioxidant formulations.”

Hartley Pond, technical sales manager for VDF/Futureceuticals, Momence, IL, quoted in Neutraceuticals World,

March 2007

A wide variety of ingredients are going to be touted for their antioxidant credentials in the future

In 2007 Neutraceuticals World asked various functional ingredient companies about which ingredients they considered to

Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products be the top BFCM0196 5 from an / Published antioxidant 06/2007 benefit perspective. The manufacturer feedback (summarized in Figure 14 below)

highlights that considerable diversity exists in opinion. This diversity will undoubtedly translate into an ever broadening

© Datamonitor. This brief is a licensed product and is not to be photocopied Page 24

array of antioxidant rich ingredients being used in future food and drink innovations. The key for manufacturers and retailers

is to understand and utilize the ingredients that consumers have the most positive perceptions of.

Table 14 meanwhile highlights the huge increase in food and drink products touting antioxidant benefits. The fact that the

number of products released in every country from 2005 onwards significantly exceeds the period 1999-2004 is indicative

of just how much consumer ‘pull’ and manufacturer ‘push’ is fuelling the antioxidant boom.

Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products BFCM0196 / Published 06/2007

© Datamonitor. This brief is a licensed product and is not to be photocopied Page 28

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Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products

BFCM0196

Table of contents

DATAMONITOR VIEW

• CATALYST

• SUMMARY

ANALYSIS

• TREND: 'superfood' is a concept that has been

popularized in the last two years

- There is no official definition of superfood, but

certain attributes can be identified

- The media has had a big role to play in

popularizing superfoods

• TREND: Consumers are paying additional attention

to diet and nutrition

- Improving general health through diet is

increasingly important to Europeans and

Americans

- The interest in healthy eating and drinking has

intensified

• TREND: Consumers are increasingly opting for

food and drinks with additional health promoting

benefits

- The move to positive nutrition is reflected by the

growth of functional food and drinks

- The high proportion of successful new products

with added nutrients is indicative of the trend

• TREND: Consumers are increasingly incorporating

more fruit into their diet

- 'Superfruit' products have boomed in selected

countries

• TREND: Numerous superfood status products are

enjoying buoyant sales, especially in the US where

the concept is more widely promoted

- Soy products are gaining popularity after receiving

'superfood' status

- Omega 3 and fiber are key nutrients that more

discerning consumers want to in corporate in their

diets

- Green tea sales in the US have been boosted by

the touted health credentials

- Nut consumption, especially in the US, is rising as

the product format benefits from positive consumer

perceptions

• INSIGHT: Consumers have positive perceptions

towards antioxidants

- But detailed consumer knowledge about

antioxidants is lacking

- A wide variety of ingredients are going to be touted

for their antioxidant credentials in the future

• INSIGHT: Consumers find it difficult and time

consuming to maintain healthy behaviors

- Consumers are increasingly seeking out

"convenient health"

- Time scarcity is a big factor in the inability to

sustain healthy behaviors

- Consumers are skipping core mealtimes with

greater frequency which creates opportunities for

convenient, nutrient rich products

- Consumers will be more susceptible to healthy

food crazes when indulgence is not compromised

• INSIGHT: A sceptical consumer and media will

openly question the trustworthiness and general

credentials of superfood products

- The superfood concept is highly susceptible to a

consumer backlash

• CONCLUSIONS: Superfoods are an evolution

rather than a revolution

ACTIONS

• ACTION: Develop nutrient rich product ranges or

introduce product extensions that avoid

overplaying superfoods branding

- Using superfood branding may help revive image

in the short term

- Extend existing healthy brands with recognized

superfood ingredients

• ACTION: Educate consumers about the benefits of

nutrient rich products such as superfoods

- Use websites, logos and information leaflets as

core components of information provision

- Highlight any ethical activity throughout the supply

chain of a product

- Create an alliance with environmentally friendly

campaigns

- Promote superfoods/ nutrient rich ingredients as

an accompaniment towards maintaining a healthy

diet

• ACTION: Incorporate nutrient and antioxidant rich

ingredients into offerings to maximize genuine

good-for-you credentials

- Use nutrient rich ingredients and flavours to give

indulgent products a better-for-you positioning

without compromising on perceived taste benefits

“...Although taste and price are still major drivers of food choice, the British consumer

is increasingly being tempted to try out new fruits and vegetables by virtue of their

superfood status...”

Michael Hughes, Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products


www.datamonitor.com/consumer

- Develop convenient versions of enhanced nutrition

products

APPENDIX

• Definitions

• Methodology

• Further reading

• Ask the analyst

• Datamonitor consulting

• Disclaimer

LIST OF TABLES

Table 1: US functional food & drink market value (US$

m), by category, 2001-2011

Table 2: Europe functional food & drink market value

(US$ m), by category, 2001-2011

Table 3: Per capita fruit consumption (kilograms/person)

in selected European countries and the US, by

country, 2001-2011

Table 4: Number of products released in Europe and US

containing Blueberry as an ingredient, by

country, 1993-2007

Table 5: Number of products released in Europe and US

containing Acai berries as an ingredient, by

country, 1993-2007

Table 6: Number of products released in Europe and US

containing goji berries as an ingredient, by

country, 1993-2007

Table 7: Number of products released in Europe and US

containing Pomegranate as an ingredient, by

country, 1993-2007

Table 8: European and US soy product market value

(US$ m), by country, 2001-2011

Table 9: Number of products released in Europe and US

containing soy, by country, 1993-2007

Table 10: Number of products released in Europe and US

touting Omega-3 credentials, by country, 1993-

2007

Table 11: Number of products released in Europe and US

touting Omega-6 credentials, by country, 1993-

2007

Table 12: European and US green tea market value (US$

m), by country, 2001-2011

Table 13: Nuts & seeds market value, (US$ millions), by

country, 2001-2011

Table 15: Consumer survey: the propensity to choose

food and drink products that are both tasty and

healthy, Europe & US, 2005

Table 16: The level of trust consumers have in various

claims made by packaged goods

manufacturers, by country, 2004

LIST OF FIGURES

Figure 1: There are numerous drivers behind the

popularization of superfoods

Figure 2: Consumers deem dietary, occupational and

social factors as being most important in

achieving wellness

Figure 3: Nearly two-thirds of European and US

consumers took steps to eat more healthily in

2005-2006

Figure 4: Various health promoting food and drinks are

making it into shoppers' baskets across the

globe

Figure 5: Successful US innovations highlight the move

towards 'positive nutrition'

Figure 6: More fresh content is being incorporated into

diets while processed options are being

rejected in Europe and the US

Figure 7: Europeans are placing considerable importance

on incorporating more fruit and vegetables into

their diet

Figure 8: Consuming fresh food and drink ranks highly

among Americans as a contributing factor

towards maintaining a healthy diet

Figure 9: Consumers in Europe consider eating fresh

food and drinks the most important factor

towards maintaining a healthy diet

Figure 10: The success of POM Wonderful illustrates the

commercial relevance of superfoods

Figure 11: Open-minded consumers are trying new

products and flavors

Figure 12: Consumers in both Europe and the US readily

identify the importance of fiber rich diets and

whole grains are deemed particularly important

to Americans

Figure 13: Successful innovations illustrate the relevance

of fiber and omega-3 to today's health

conscious and health discerning consumers

Table 14: Number of food and drinks released in Europe

and US touting antioxidant credentials, 1993-

2007

Figure 14: There is a wide array of ingredients with proven

antioxidant benefits

Figure 15: The need for convenient health is gaining

momentum: nearly 6 in 10 European and US

consumers sought more convenient AND

healthy food and drinks in 2005-06

“...Today's health-conscious consumers want to derive the maximum nutritional value

from the food and drinks they consume. This is leading to a new nutritional era

beyond macronutrients like fat and protein and into the exciting...”

Michael Hughes, Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products


Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products

BFCM0196

Figure 16: Europeans consider time to be the biggest

impediment to a healthy diet

Figure 17: Time is viewed as a scarce luxury and people

are prepared to pay extra to save time and/or

effort

Figure 18: There are numerous inhibitors to the continued

popularity of superfoods and superfood

branding

Figure 19: There is a trust void between business and

global consumers

Figure 20: After doing much to perpetuate popularity, the

media is now de-crediting superfoods

Figure 21: Manufacturers and retailers should avoid

jumping on the superfoods branding

bandwagon

Figure 22: Innovations based on 'superfood' branding are

more susceptible to shifting consumer

perceptions

Figure 23: Brands with strong health credentials are well

aligned to extensions by incorporating the latest

fashionable and genuinely healthy nutrient rich

ingredients

Figure 24: Information provision on websites is an

important part of helping to educate consumers

about nutrient rich products

Figure 25: Logos and leaflets identifying and explaining

about nutrient rich products and ingredients will

help in broadening their appeal

Figure 26: Superfood ingredients and flavors will appeal to

consumers looking for reduced guilt

indulgences

Figure 27: While promoting nutrient rich products as a

quick fix is not recommended, manufacturers

and retailers should look to align offerings with

the convenience mega-trend

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Superfood and Drinks: Consumer Attitudes to Nutrient Rich Products

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